Marketers to adopt traffic light labelling for data transparency
Posted on: Tuesday 02 October 2018
IAB Tech Lab worked alongside other ad trade bodies to develop the ad transparency label, which was inspired by food labelling.
A group of advertising trade bodies have developed a new label to help marketers display their data transparency and clean up their data footprint where necessary.
The new data transparency label is based on the traffic light system used on food packaging and shows levels of vital information such as source, collection, segmentation criteria, recency and cleansing specifics.
It has been designed by IAB Tech Lab with the ANA’s Data Marketing and Analytics (DMA) division, the Coalition for Innovative Media Measurement (CIMM) and the Advertising Research Foundation (ARF).
Unveiled during Advertising Week New York, the label aims to help “responsible marketers” use audience data well. A centralised database will house the label information and archive it for comparison purposes in the future.
Dennis Buchheim, senior vice president and general manager of the IAB Tech Lab, said: “As a whole, these initiatives provide a foundation to support digital marketing’s ongoing role in funding content and services.”
IAB Tech Lab’s REBOOT goes virtual for 2020
Speakers at this year’s annual event include Facebook, Google, PubMatic, IndexExchange, TikTok and VerizonLearn more
IAB Tech Lab launch Content and Audience Taxonomy updates
The new updates provide safeguards to reduce the risk of special category data arising within RTBLearn more
Transparency and trust in programmatic boosted by the launch of OpenRTB 3.0
IAB Tech Lab have finalised the specifications for OpenRTB 3.0, which is now ready for industry adoption.Learn more
Tesco creating 'health scores' for baskets using Clubcard data
Tesco is using the data it has on 16 million Clubcard users to create 'health scores' for each shopping basket in a bid to help customers to improve...Learn more